Content is king right? So you think you’d be justified in wanting to run as many blog posts, social posts, and emails as possible. After all, the more content the more indexable pages you have and the better your SEO. That’s why content is such an effective strategy when it comes to generating buzz and leads. Well, maybe not quite. It turns out better content is more valuable than simply more content.
Yes, pushing content out the door is important. After all, we’ve written on the importance of setting a regular blog schedule in order to meet demand. We’ve also preached the importance of having a rock-solid social strategy. However, pushing content regardless of quality is not a good way to go. As with many things in life, balance is key. Just as no one likes the mic hog at the karaoke bar, no one likes the business pushing out content for the sake of pushing something out the door.
There are a few different ways you can share content with your followers, so let’s break them down as well as offer some guidelines to make sure you’re being consistent while not too insistent. Let’s get to it.
How often you blog is largely up to the industry you are in, and the time that you have on hand. You may decide daily is reasonable, or weekly. Perhaps even monthly if you really want to stretch things out. Whatever frequency you choose it’s extremely important that you ensure you can meet posting demand while meeting your high quality and originality standards. The last thing you want to do is pump out filler content, or 300-word posts that don’t inspire any additional discussion or dialogue.
Trust me, people are smart enough to see through that.
Instead, put thought and effort into each of your blog posts. Craft them so that they fit together to fit a larger narrative and piece your brand together. Blogging this way takes practice, it may be slow going at first but stick to it and soon it’ll be second nature. It’s not just your topics you should worry about though, be sure to edit your posts thoroughly to ensure there are no errors or typos that could distract from your writing. It’s small things like these that can add up and improve your blog’s quality in the long run.
We’ve all seen them, the serial tweeters.
Businesses that pump out tweets and Facebook posts throughout the day adding nothing but distracting fluff to your social feeds. These social posts may be sharing content 10+ times a day and doing nothing but creating white noise that clouds their brand at best, and turns people off at worst.
I’m an advocate of posting daily, sure going a day or two without sharing anything is acceptable but don’t let it become a trend. At the same time, don’t overpost by sharing needless content just for the sake of sharing something. It’s not about posting just to post something, it’s about posting something original or unique to create a discussion with your followers and add value.
Create images, find articles you enjoyed to retweet, re-share blog posts, or even post about something a bit more personal your followers share an interest in (such as your excitement about the return of a common favorite TV show).
Email marketing may not be as flashy as it used to be, but it’s still relevant. How you email though is just as important as the other arms of your content strategy. How often you email will largely depend on your blog strategy as well as your business. If you work in retail you may want to email more frequently to share deals with valued customers. If your business is a bit more hands off then perhaps weekly or monthly blog email would be best.
What you do not want to do is email useless filler daily as that will be a very fast way to earn yourself some unsubscribes or even spam reports. Use email wisely as a way to re-engage your existing contact base while encouraging them to share your content with their networks. Email may no longer be the hottest tool in a content marketer’s belt, but it’s still valuable.
By focusing on quality content that is well-timed you’ll be able to leverage and maximize your marketing strategy. It’s not about pumping content out daily just to produce something, it’s about creating high-quality content to encourage engagement. By following the principals above you’ll be able to craft a solid marketing strategy catered to your industry and needs.
Focus on producing better content, not just more content, and you’ll see the benefits roll in.